How can an iconic Indonesian brand get a contemporary makeover?

Indonesia loves ABC Chilli – but its competition was starting to look ‘spicier’ on the shelves. The brand’s packs needed a makeover…but one that didn’t change what Indonesia loved about it.

Our design challenge was to heighten ‘spiciness’, while changing as little as possible about the iconic brand’s packaging.

We redesigned using an applied semiotics approach, deconstructing a bank of spicy inspiration to do this – from the ABC Chilly pack itself, to its local competition, some of the world’s spiciest sauces, even a few Indonesian legends and traditions. The new packs should be hitting Indonesian foodies’ shelves soon!

Image Credit:
www.asianaspirations.com.au